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Sony Pictures Home Entertainment: Sony selects Dialogue's mobile
solutions for Rambo DVD launch
(M2 PressWIRE Via Acquire Media NewsEdge)
RDATE:02072008
Sony Pictures Home Entertainment has today launched its first mobile
campaign in Australia with the help of international mobile specialist,
Dialogue Communications. SMS campaigns and a mobile internet site
designed by Dialogue have been added to Sony Pictures Home
Entertainment's existing marketing channels to support the Australian
DVD launch of Rambo on July 9.
Dialogue created the mobile internet site using its new Mobile Site
Builder (MSB) tool. At the same time, a mobile campaign response back
was devised to drive traffic to the site, to promote the film further
and engage fans.
The mobile shortcode 199 00 991 will be advertised across all
traditional media in Australia and by texting a keyword to the number
shown; consumers receive the Rambo mobile site link in reply where they
can interact with the site, regardless of where they may be located.
Commenting on the launch of the site, Alexia Johnstone, Strategic
Marketing Manager, Sony Pictures Home Entertainment said, "The mobile
campaign is designed to integrate with our existing channels of
marketing communication and deliver an immediate call to action
response mechanism."
Always at the forefront of new and innovative ways to create and raise
product awareness, Sony Pictures Home Entertainment was keen to engage
such a strategy from the outset. Alexia Johnstone added, "Integrating
mobile with our current promotional channels gives us the perfect
platform to communicate with our ever increasing tech savvy target
market."
The Rambo mobile internet site is one of the first to go live in
Australia using Dialogue's new MSB application, which allows brands to
build and publish advanced sites and storefronts using a simple user
interface and easy-to-use drag and drop features.
Hugh Spear, Dialogue Communication's CEO explains the advantages that
mobile solutions will bring to Sony Pictures Home Entertainment's
marketing campaign: "By including the mobile site across the entire
campaign, Sony can capture the audience's attention at their first
point of interest and deliver relevant content back to them virtually
immediately.
"The mobile element gives passive advertising a more dynamic and
instant appeal, by removing the product from its location specific
source of promotion. This not only prolongs campaign longevity but also
broadens its appeal as the mobile campaign site encourages content
sharing among consumers own social network."
About Dialogue:
* Dialogue Communications is a world leader in mobile messaging, mobile
electronic payments processing and specialises in the development and
operation of value added mobile solutions for an international market.
* Dialogue's Application Portal supports mobile marketing, advertising,
content management and mobile internet site management, instant
messaging and email. These solutions are fully integrated with
Dialogue's messaging, location and payment transaction services.
* Dialogue was established in 1994 and has its headquarters in
Sheffield, UK and offices in London and Sydney, Australia.
* Dialogue's customers include mobile operators, blue chip
corporations, local governments, media agencies and brands. Dialogue
works closely with strategic partners to provide customised solutions
via bespoke software development and professional services.
CONTACT: Veronica Kennedy-Good, Mindshare Comms
Tel: +61 2 4862 2426
Tel: +61 2 (0) 416 101110
e-mail: veronica@mindsharecomms.com.au
Emma Tagg, BCS Public Relations
Tel: +44 (0)115 948 6901
e-mail: emma@bcspr.co.uk
Jessica Culshaw, BCS Public Relations
Tel: +44 (0)115 948 6901
e-mail: Jessica@bcspr.co.uk
((M2 Communications Ltd disclaims all liability for information
provided within M2 PressWIRE. Data supplied by named party/parties.
Further information on M2 PressWIRE can be obtained at
http://www.presswire.net on the world wide web. Inquiries to
info@m2.com)).
Copyright ? 2008 M2 Communications Ltd.
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